Page 85 - Writing Winning Business Proposals

76 Writing Winning Business Proposals

Original Revised
Objectives 1. Determine if XYZ Should Enter the Market
‡ Develop market and competitive information ‡ Confirm Phase 1 objectives in a kickoff
to assist XYZ in determining if there is a meeting.
demand for the proposed service offering and ‡ Identify information-service market
how it could be tailored to better meet opportunities.
customer demands. ‡ Specify capabilities and resources required to
‡ Determine how the product should be capitalize on market opportunities.
marketed given customers’ needs, the ‡ Compare XYZ’s capabilities and resources
marketplace, and the activities of customers. with market requirements.
‡ Identify potential actions for XYZ to be ‡ Report Phase 1 results and, if appropriate,
successful in this market. confirm Phase 2 objectives.
Tasks 2. Develop Plan for Entering the Market
‡ Conduct kickoff meeting. ‡ Specify actions required to close gap between
‡ Identify market participants and develop market requirements and XYZ’s capabilities.
questionnaires. ‡ Specify resources and timing to implement
‡ Evaluate motor carriers’ requirements. actions.
‡ Evaluate competitors’ capabilities. ‡ Report Phase 2 results.
‡ Evaluate shippers’ needs.
‡ Review progress with top management.
‡ Assess overall market potential.
‡ Define market opportunities.
‡ Assess strategic alternatives.

es and task
5.15
C
omparison of the original and r
YZ objec
evised X
tiv
FIGURE
FIGURE 5.15 Comparison of the original and revised XYZ objectives and taskss
the tasks to the objectives is unclear, as is the relationship of the tasks to each
other. The revised methodology, in contrast, is much more specific to our situ-
ation and clearly reveals the project’s objectives and how they will be achieved.
If a logical methodology were important to me, I would surely reward you for
that clarity. In my evaluation of your proposal, I would most certainly give
you some of the two to five extra points you need to win. And even if a logical
methodology were not important to me, it would provide you with the basis for
a logical workplan that will help you more effectively execute the project after
you’ve won.

The Logic Tree, Deliverables, and the Logics Worksheet

In Chapter 3, I discussed deliverables, one of four kinds of outputs suggested by
the baseline logic, the other three being desired results, achieved objectives, and
benefits (see Figure 5.16).